Press releases are formal (or informal) business announcements that a company makes in an effort to share their services with others. A press release can be used in a video announcement from a company representative, news broadcast, or more well known, a written announcement distributed to media outlets making people aware of the news that they want to share as a company. What kinds of companies distribute and release press releases? What kinds of companies assimilate information to share and distribute among their readership? What kinds of companies position themselves to be recognized with consumers? The answer is simple: companies who want to grow.
The purpose of a press release for a company is to bring as much exposure as possible to the company and create an atmosphere where they possibly benefit greatly from the press release. The hope of the company in making the press release is that the information will be shared and distributed even beyond the formal first announcement that the company is making.
Press releases are written by companies to share information on the companies' progress. This might include changes in the company’s objectives, missions and directions and too act as a communications tool to keep the public aware of the company’s name. In many instances, press releases can increase a company’s sales numbers by sharing information with their customer base that is not yet public knowledge or that is readily available in other venues.
So what types and kinds of companies benefit significantly from press releases? More often than not, companies that have a product or service that is in demand by the general population are often those companies that benefit significantly from press releases. Take for instance the soft drink industry. The majority of the population consumes soft drinks on a regular basis. When one of the soft drink giants has news to share, they are most likely to be heard simply because of the nature of who they are. Some of the soft drink giant distributors have become a household name, thereby lending to the popularity of their product and the quicker acceptance of the news that they have to share via a press release. But what about the smaller companies or even the home-based business owner who does not have the following or funds that the bigger retail giants have?
Smaller companies and one-to-two person operated companies can also significantly benefit from the exposure that a press release can offer. The key is to keep in mind the company’s product or service and target the niche audience that it is intended for. For instance, companies that offer web design services, financial services, personal services or business development services can also benefit significantly from press releases. When a smaller company distributes a press release, they are bringing exposure to their company that would otherwise have not been available to them without that option. Through this marketing tool, they can potentially place themselves in direct competition (or at least acknowledgment) with the larger, more robust companies who simply rely on their market standing and simply use press releases as an insignificant tool.
There are a number of ways that businesses can choose to enhance the quality of their press releases. New startups may be unaware of simple methods that they can use to enhance their press releases and make them more visible; most do not require the spending of any additional money.
Eye-catching: Imagine a journalist going through several hundred press releases a day all in black and white, though these press releases may be interesting and follow the specific rules of press release writing there is nothing to set them apart. To get impact businesses should always include pictures with their press releases.
Business logos, product pictures and charts catch the eyes; they can also be used to create brand recognition. As you continue to send out press releases journalist may begin to recognize your press release by a quick glance at the logo. If using pictures obtain the services of a professional. A company that hired a professional photographer when creating their company catalogue could then use a picture from their catalogue when sending out their press release.
Search engine friendly: When using press releases online, make them keyword optimized. By using keywords that tie in to products that your business sells customers can pull up your website when using search engines to locate products or services they want.
Remain objective: Before sending out your press release look over it again. Does it really create the impression you want journalist and potential customers to have of your business? Is the information newsworthy? Does the press release read like an advertisement? By setting your press release away and coming back too it later you can decide if the story is objective and focused on the event or occasion you are trying to promote.
Structure: Though most businesses take care to spell check and grammar check their articles they tend to forget the title. Titles should be 10 words or less and the number of characters should be less than 80. In a press release, information should be readable, break up longer sentences and use everyday language. Like news articles, short paragraphs are also ideal.
Too short: Often businesses make their press releases too long, covering several pages in length. Other businesses make the release too short, if it only takes you a few sentences or a single paragraph to give the reader all the information, then maybe you do not need a press release. Though acceptable length for a press release varies, a length between 300 and 500 words is most often used. An acceptable length for longer press releases is around 800 words.
Link back to your company: When writing the press release link add relevant links to your company. Beyond listing your Web site address in the contact information area when submitting online you can link press releases back to the specific page on your site that the press releases relates too. Linking your press release to your blog can also be used to get attention. If you read other industry blogs, leave relevant comments and post a link back to your press release.
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